Over three billion videos are watched on Facebook each day – and for good reason. Video is eye-catching, engaging and, when used properly, is a great way to bring life to your product or brand. Combine this together with the lot of targeting available options on down and dirty Facebook advertising, and advertisers hold the perfect chance to get to the right audience using a captivating message.
So, how do you create not simply a great video ad, but a fantastic video campaign? We outline five pointers we notice as important to any great campaign, coupled with instances of real videos and copy which are driving users never to just watch, but click and turn into customers.
1. Set Clear, Measurable Objectives
Before you begin a youtube video campaign it is important to identify and understand your goal. Without one, you could too be just posting a video on Facebook. Establishing an ambition is the first step, step two is understanding what metrics to trace to have the specified end goal. Listed below are the typical goals of video campaigns with guidelines for measurement.
Increase Brand Awareness: Track towards video views and unique reach. Remember, Facebook records a view once the user has watched for 3 or more seconds.
Introduce a fresh Product: Track towards completed video views. A completed video view confirms your audience has heard and seen your message plus suggests your audience is interested inside the cool product.
Drive Action: Track towards clicks to site or on site conversions. The link to your website can be included in the ad copy or as a CTA after the video.
A precise, concrete goal will not only assist you to determine campaign effectiveness, but also directly inform the particular content you post and that you target. Which leads us to our next step…
2. Grab Their Attention with Concise, Informative Content
With all the rise of multi-tasking and also the sheer amount of content vying for viewers’ attention, it’s more valuable than in the past to create captivating, distinctive, and emotionally powerful video content that resonates with your audience from your first frame on the last. Make this happen by sticking with a number of overarching rules:
Don’t Completely Recycle Video Assets. While it might be tempting to apply your video assets coming from a TV spot or another digital campaign, take time to evaluate when the existing content is suitable for the platform and definately will achieve your desired goals.
Shorter is preferable. Ads under thirty seconds drive both the highest view rates and video completions. Peloton Cycle, creators of any indoor exercise bike that reside streams cycling classes right to your bike, found out that their 15 second ads performed the ideal.
Squeezing everything you would like to show and say into a brief 15 seconds is a challenge, but possible. What follows is a video ad from Peloton Cycle that performs this exceptionally well:
Be Informative, Concisely. Clearly communicate your message from screen one using the starter image, ad copy or, better yet, both. The image and text should, in combination, explain what your company or item is, the way it works, and why the viewer needs it.
Use subtitles or text from the video to enhance your message when it isn’t clear by visuals alone (remember, audio won’t play unless the person scrolls across the ad). Note how Peloton Cycle calls out “Live and so on Demand” and “Silent Belt Drive” to communicate what can’t be shown in the video alone.
Don’t Over Count on Autoplay. In other words, don’t let this become your excuse for not personalizing video content. Facebook’s autoplay functionality is instrumental in driving video views, but it’s still your responsibility to create engaging content.
Pick an Engaging Thumbnail. Although video ads will automatically play by default, Facebook users can disable the feature. Hedge just for this by picking out a thumbnail that includes your product or main message front and center.
Peloton Cycle tested multiple starter images of the bike itself, bikers within a cycling class, and instructors, and ultimately found that images of the woman making use of the bike in her own living room area drove one of the most views (see the video above for any second demonstration of this):
This will leave you with an ad optimized for down and dirty Facebook video viewing pleasure, ready to be put in the Facebook news feed. But where is it almost certainly to have watched?
3. Go Mobile to Pinpoint Video Viewers
With video ads, platform is definitely the game changer when it comes to performance. Mobile ads drive the most efficient video views – without doubt – which is no real surprise considering a lot more than 65% of Facebook users watch videos on his or her mobile device. In Ampush-run tests, we’ve discovered that mobile ads can drive nearly 60% more video completions at a 40% cheaper-per-completed view compared to desktop ads.
Capturing video views should be your initial goal, but views don’t mean anything if they aren’t driving toward your profits. Take these views and turn them into paying customers with retargeting with – you guessed it – more video.
4. Re-engage Viewers to operate Additional Actions
Video is an ideal medium to increase brand awareness and pulling new people to the funnel. But don’t let the customer journey stop there – retarget video viewers with ads which include sequential messaging to get them to take the next step to being a customer.
Here’s how: Use Facebook to make Custom Audiences of people who viewed your video (3 seconds or longer), and people who completed the video. For best results, re-target users who completed the video; they represent a much more engaged audience that is more prone to convert.
Video ads, link ads, and photo ads can all be used effectively for retargeting. For example, a travel brand that partnered with Ampush saw view completions increase 50% at the 40% more affordable-per-completed view when viewers were retargeted by using a second video. Similarly, Facebook found out that people that were shown a relevant video ad then an image ad were 31% more likely to convert.
No matter what ad type, add a call-to-action that prompts users to accept the next thing (Learn More, Buy Now, etc.). For best results, include both a lttle bit.ly link within the copy and a call-to-action button at the end of the recording.
Your audience has seen your ad, dexopky18 they’ve even seen it twice. Now it’s a matter of figuring out which ads are moving viewers down the funnel and that are falling flat.
5. Test Every Variation, Measure, and Optimize
You’ve chosen your targeting and lined up a few variations of creative, now it’s time to determine which pairing works best to accomplish your goals.
Test every aspect of the ad in each and every variation that you could. This consists of different edits from the video itself, the starter image for the video, copy variations, including or excluding a link within the copy, along with the call-to-action following the video.
Obviously, the quantity of ad variations adds up quickly, which is why bulk ad creation and testing tools, like those who work in Ampush’s AMP platform, be useful.
Make use of the results of your multivariate tests to dictate future creative iterations and hone your targeting both on and off Facebook. You will probably find the likes and interests targeting you used isn’t showing up in the targeted audience, or a preview image with a single product performs better than a preview image of people getting together with the item.
If you’ve followed these steps, you will now find yourself having a goal-driven campaign with ads that not only attract views, but in addition drive qualified leads to make a transaction on your own site. Can’t do that with a TV ad now, are you able to?
Concerning the Author: Kelly Lammerts van Bueren is a Media Analyst at Ampush where she focuses on crafting and executing campaigns that can make advertisers successful on Twitter and more info. Kelly includes a PhD in Molecular Biology from University College London and spends her time outside of work exploring California, and reading celebrity gossip.